Once a year it always catches me off guard. I get this postcard in the mail. The writing on the front looks familiar, but who is it from? I flip it over and – duh! No wonder the font is recognizable. I addressed the card to myself a year earlier when I was at my OB/GYN office. It is a reminder that I am due for my “well woman” checkup.

We all live hectic lives. Remembering to see your doctor, dentist, auto mechanic, or pet groomer often slips our minds. Getting a gentle memory poke via snail mail, phone call, or electronic means can be a welcome reminder, a call to action, and very profitable. Groomers, pet day spas, and boarding facilities can increase business and earnings by utilizing some simple and cost-effective marketing efforts.

In order to stay in the minds of your clients, you need to be able to reach out to them effectively. Their information needs to be current. Don’t expect them to tell you that they have moved or have changed their phone number or email address. You need to ask them and ask them each time you interact with them.

Your message needs to be well crafted and brief. It needs to demonstrate that you care about them and their pet. This is not a promotional about you. What can you do for them? You can’t foresee when a pet owner is going to have to go out of town or when their pet will roll in something foul and need an emergency grooming, but you can predict seasonal trends to travel and how frequently a particular breed needs a day of beauty.

Make the owner want to come to you. Remind them how gorgeous their pet looked when it pranced out your doors after its last bathing. Touch their hearts by reminiscing about how much fun their furry kid had when it had its “sleepover” with you. Remember how tuckered and happy their dog was after it went home from those several hours of romping with the other dogs at doggy day camp and how everyone slept that night? How do they know that it had fun? Can they still envision that well-coiffed pup? Take digital photos of the dogs and cats in your care.

Photos help to increase the “ahhh” value of the correspondence. Email owners photos of their furry charges when pets board or receive other services at your facility. Use the same images as attachments to reminders. A picture of a charming fuzzy pet catches your attention. When it is your own pet, you aren’t going to throw that reminder away as readily. We all think that our pets are the cutest. Ask clients if you have their permission to post pictures of their pets on your website.

Business consultants recommend a multi-pronged approach to reaching out to customers. It is estimated that about half of Americans own a smartphone. Receiving texts and sending emails via these devices is standard. A pet owner who receives a notice from you can immediately respond just by hitting a link or by returning a phone number – instant business. You don’t, however, want to harass them. Ask them how they want to be contacted (e.g email, text, phone call, or post) and how often (e.g. weekly, monthly, or never).

You may not be high tech with email, Facebook, or a Twitter account. Low tech can still be very effective. Pick up the phone just to say hello or to let the owner know that you have noticed that it is time for a grooming or that you are holding a spot for their pet for the coming holiday in case they are planning on going out of town. When you ring them up can either endear or enrage. Remember your mother’s admonition: don’t call before 8 AM or after 8 PM. Prime calling hours at home are between 5 to 7 PM on weekdays and between 9 to 11 AM on weekends.

If a client cancels an appointment, the perfect time to call and reschedule is within 72 hours. You are understanding, acknowledging that cancellations occur for myriad reasons, and you want to ensure that you are there for them. “Does a week after your missed appointment work for you?” Give them a specific date and time. Don’t leave it open ended.

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